Further Thoughts on the Marketing Trifid: The Case of Marketing Orientation

Sally Dibb; Philip Stern

doi:10.1177/0273475300223005

Further Thoughts on the Marketing Trifid: The Case of Marketing Orientation

Sally Dibb, Philip Stern

Research output: Contribution to journal › Article › peer-review

7 Citations (Scopus)

Abstract

Marketing instructors are faced with an array of subject material from a wide variety of sources. These sources can be broadly grouped into three spheres of influence: the researcher, the teacher, and the practitioner. This article considers these three influences as elements along two dimensions, contribution and conduct. It explores the problems faced by instructors as they attempt to present a balanced view of a specific topic in class. This marketing trifid, asithas been termed, is illustrated using the concept of marketing orientation and is equally applicable to other theoretical concepts.

Original language	English
Pages (from-to)	214-224
Number of pages	11
Journal	Journal of Marketing Education
Volume	22
Issue number	3
DOIs	https://doi.org/10.1177/0273475300223005
Publication status	Published - 1 Dec 2000
Externally published	Yes

ASJC Scopus subject areas

Education
Marketing

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